The Mint | Trademark for the Chinese market

Case Study about the creation of a new trademark for the chinese market based on renowned german brands such as Auerhahn, Schott Zwiesel and Kahla.

retail shop design inspired by the logo

Corporate Communication & Packaging

Challenge

Long term client Fissler aimed to extend its product portfolio by introducing high quality European dining ware alongside their well-established cookware products. Instead of selling directly under the Fissler brand, a new retail brand and shop design called The Mint would be introduced to sell these products.

Approach

Our black and white logo design defined the whole brand identity. Based on a sleek and minimalistic design language, WILDDESIGN created The Mint’s retail shop design concept, including elements like gift packaging design and shopping bags. For the launch of the first stores, we also prepared special introduction kits presenting the product brands and the etiquette of European dining. These kits provided an introduction to Chinese consumers on how to properly set the perfect dinner table, including placement of glasses, number of forks, and so on.

Results

The Mint today has attained a major role in China, bringing into the high-end market famous European dining brands like KAHLA and Schott Zwiesel. The Mint’s iconic black and white logo design, shop design, and packaging design support a unique and iconic platform for introducing European luxury and high quality lifestyle to Chinese consumers.